Brand IQ - Navigation
B2C Marketing Training - Brand IQ Academy (Part 1)
🎓 Brand IQ Academy

B2C Marketing Training
From Fundamentals to 2025 Disruptions

Methods from the world's leading FMCG groups adapted for B2C companies. Transform your teams with 20 years of FMCG expertise.

📍 In-person training at your location or remote • Operating in France and Europe

20+ Years of expertise
50+ Brands transformed
FMCG Methodologies
🎯

Proven Methods

FMCG leader frameworks that generated +€50M EBIT across my engagements

⚡

Immediate Results

Ready-to-use templates, not theory. Apply from day one.

🚀

3-Month Follow-up

Post-training QQ&A post-formation inclus. On vous accompagne dans l'application.A included. We support you in implementation.

Short Formats

Conferences Conférences & Inspiration Inspiration

Impactful interventions to inspire your teams and catalyze change

💡

Keynotes

Inspiring talks on 2025 marketing disruptions: AI, Retail Media, new consumer behaviors

45-90 minutes

🎯

Express Masterclass

Interactive sessions on specific topics: FMCG Innovation, Brand Transformation, Portfolio Strategy

2-3 hours

🚀

Inspiration Seminars

Strategic thinking days for Executive/Management Committees: market vision, transformation opportunities, action roadmap

1 day

🎓 Complete Program

Certified Marketing Academy

6-month comprehensive program: Fundamentals + Brand IQ Methods + 2025 Disruptions + Individual Mentoring + Certification

📚
10 days of training
👨‍🏫
3 1-on-1 mentoring sessions
💼
Real transformation project
🏆
Brand IQ Certification
Detailed program Programme détaillé & tarifs pricing
Level 1 • Fundamentals

Marketing Academy: The FMCG Foundation

Essential skills for modern B2C marketing. To stay ahead in a rapidly evolving field.

Beginner • Essential

Marketing for Non-Marketers

"Understanding marketing for better collaboration"

  • Marketing fundamentals decoded
  • Understanding KPIs and measuring ROI
  • Effectively briefing marketing teams
  • Sales-Marketing-R&D-Finance collaboration
📅 1.5 days 💼 In-house/Remote
Beginner • Essential

Modern B2C Marketing Fundamentals

"B2C marketing basics have radically changed in 5 years"

  • Consumer-centricity in the digital age
  • Brand building vs Performance marketing
  • Brand architecture Architecture de marque & portfolio portfolio
  • KPIs that really matter
📅 2 days 💼 In-house/Remote
Intermediate

Strategy Stratégie & Business Management Business Management

"Think like a General Manager, not just a marketer"

  • 5C environment analysis (SWOT, BCG)
  • Brand PStratégie portfolio Brand P&LL portfolio strategy
  • OGSM: Where to play / How to win
  • Performance tracking Performance tracking & scorecard scorecard
📅 2 days 💼 In-house/Remote
All levels

Actionable Consumer Insights

"From data to insight: FMCG methods"

  • Quantifying your target (4A framework)
  • The art of consumer insight
  • Jobs-to-be-done mapping
  • Brand champions analysis
📅 1.5 days 💼 In-house/Remote
Advanced

Innovation Innovation & Pipeline Management Pipeline Management

"Transform sporadic innovation into systematic engine"

  • Innovation strategy Stratégie innovation & 70-20-10 70-20-10
  • Design thinking Design thinking & idéation ideation
  • Stage-gate Stage-gate & gestion de projet project management
  • Innovation tracker Innovation tracker & KPIs KPIs
📅 2 days 💼 In-house only
Advanced

Activation In-Market 360°

"De la stratégie aux résultats : l'exécution qui fait la différence"

  • Path to purchase & touchpoints
  • Pricing & promotions effectiveness
  • Plan media & digital activation
  • Mesure ROI (MMM, attribution)
📅 2 days 💼 In-house only
B2C Marketing Training - Brand IQ Academy (Part 2)
Level 2 • Brand IQ Methods

Transformation Masterclass

Brand IQ proprietary methodologies tested on 50+ brands. UNLOCK, CREATE, SUSTAIN.

Signature method

UNLOCK® Workshop

"Unlock growth: diagnostic and strategic repositioning"

  • U-N-L-O-C-K: The 6 pillars of the method
  • 360° strengths/weaknesses diagnostic
  • Brand territory repositioning
  • Transformation roadmap & quick wins
  • Day 2: Application to participants' real cases
📅 2 days 💼 In-house only
Signature method

CREATE® Workshop

"Systematic Innovation Pipeline: from idea to success"

  • C-R-E-A-T-E: The 6 pillars of innovation
  • White spaces & opportunities
  • Structured 70-20-10 pipeline
  • Stage-gate & test & learn
  • Day 2: Building participants' pipeline
📅 2 days 💼 In-house only
Signature method

SUSTAIN® Workshop

"Value-Creating CSR: beyond greenwashing"

  • S-U-S-T-A-I-N: CSR integrated into business
  • Authentic narrative vs greenwashing
  • Mobilisation interne & engagement
  • Measurable objectives & impact
📅 1.5 days 💼 In-house only
Level 3 • 2025 Disruptions

Future-Ready Marketing

Critical skills for 2025. Master AI or disappear: the choice is made.

🔥 Bestseller 2025

IA & Marketing B2C

"Master generative AI: 70% hands-on, 30% theory"

  • Day 1: ChatGPT, Claude, Midjourney (live demos)
  • Content creation at scale (copy, visuals, video)
  • Day 2: AI insights, personalization, automation
  • Prompts library + AI marketing playbook fournis
  • Ethical limits & risks
📅 2 days 💻 70% hands-on
🚨 Urgent 2025

Retail & Commerce Media

"Don't get fooled by retail networks anymore"

  • Retail media business model decoded
  • Budget allocation (trade vs retail media vs external)
  • Real ROI (beyond network metrics)
  • Negotiation with retailers (tactics)
  • Carrefour, Amazon, Leclerc: case studies
📅 1.5 days 💼 In-house only
New codes

Gen Z Marketing

"The codes have changed: adapt or die"

  • Gen Z mindset (values, behaviors)
  • Content creation (TikTok, Reels, Shorts)
  • Micro-influence Micro-influence & UGC strategy UGC strategy
  • Avoiding cringe marketing
📅 1 day 💼 In-house only
In-House Formats

Marketing Academy Packages

Custom programs for your teams. Adapted to your sector, challenges, and real cases.

Essentials

To start with the fundamentals

  • Consumer Insights
  • Brand Equity
  • Communication
  • Templates Templates & outils fournis tools provided
  • 3-month post-training follow-up
Build my program
Professional

Complete foundation for marketing teams

  • Complete modules 1-6 (7 days)
  • Strategy, Insights, Brand, Innovation, Activation
  • Adaptation to real company cases
  • Templates Templates & playbooks playbooks
  • 3-month follow-up + 2 Q&A sessions
Build my program
Expert

Complete transformation + Brand IQ methods

  • Complete Foundation (7j)
  • UNLOCK® Workshop (2d)
  • CREATE® Workshop (2d)
  • 1 Disruption module of choice
  • Applied transformation project
  • 6-month follow-up + team mentoring
Build my program
Workshops Workshops & Masterclasses Masterclasses

Short formats for specific needs

Intensive 1-2 day sessions on specific topics

📊

Analytics Analytics & Attribution Attribution

1.5 days • Advanced

Marketing Mix Modeling, incrementality testing, ROI measurement

🛒

D2C D2C & E-Commerce Excellence E-Commerce Excellence

1.5 days • Intermediate

Omnichannel strategy, CAC/LTV, marketplace vs proprietary

💬

Content Content & Influence Marketing Influence Marketing

1.5 days • All levels

TikTok, Instagram, YouTube, micro-influence, UGC strategy

🔄

Operational Omnichannel

1.5 days • Advanced

Unifying silos, customer view, omnichannel attribution

💰

Crisis Pricing

1 day • Intermediate

Value-based pricing, portfolio architecture, anti-private label

🌱

Profitable Sustainability

1 day • All levels

CSR as competitive advantage, avoiding greenwashing

Ready to transform your marketing teams?

Let's create together a program adapted to your specific challenges and company culture

📥 Complete training catalog 📞 Talk to an expert (30 min free)

✓ Training fund eligible • ✓ Flexible formats • ✓ Post-training follow-up included